health food store

5 Minute Pitches: Kyle


The second in our 5-minute pitches series is now live, which is the challenge where we put our Curated team to the test to come up with a marketing strategy in just, you guessed it, five minutes.

To recap, each person has five minutes to plan out their campaign and one minute to give us the ultimate elevator pitch. The approach they use is completely up to them.

This month, we asked Kyle to come up with a strategy for a new fresh produce store.

Deciding to focus on how to differentiate his client from competitors such as Wholefoods, Kyle came up with a content, social and PR strategy focused around the selling point of his client, which he saw to be local and seasonal British produce.

See how Kyle did for yourself by watching the video below, and if you want to see how we approach a brief for real (and in more than five minutes) have a look at our projects.


Full Transcript

So we think of our main competitors, the first thing that would spring to mind for me would be like, Wholefoods. They’re kind of dominating that market right now, so how do we distinguish ourselves from Wholefoods?

Now, let’s take certain parts of the organic produce market that we know Whole Foods don’t offer. So, for example, if we were to hypothetically say that our client was all British Produce, then that’s one way that we can distinguish our product offering from what Wholefoods does which opens up a new avenue of messaging.

Gap Analysis

So we can create something like, we could do a content led gap analysis into search for things like ‘all British produce.’ So if you want something like.. Seasonal, seasonal veg, what’s in season at the moment and what’s coming from local farmers, it’s all British, it’s all seasonal, it’s all relevant. It’s contextual, it’s sexy like they’re trying to kind of expand their recipe horizons, right. So that deviates them from the kind of homogenous offering that Whole Foods have.

So how can we do this? What kind of channels could we use? We could go down the paid route but maybe we can do something on social and we can do something on PR.

PR

So for example, for certain influencers healthy eating influencers, we could get our clients to put together a box, a veg box, of whatever is seasonal at the moment and send it off to them. Basically highlighting that it came from a farmer that’s just around the corner. Given how much search interest there is at the moment for healthy eating influencers and kind of vegan and alternative diet, that’s going to garner an awful lot of appeal amongst those audiences.

Content

For the content, probably one of the best things we could do was to try and, well I know for example there are certain audiences who think Whole Foods is overpriced and kind of bougie so maybe there’s a way that, because this product is all British based, they don’t necessarily have to pay for shipping costs to the same extent, so in that way it’s more cost effective. We can create content that sits on site that talks about how when you’re actually paying for this lower priced produce, you’re not sacrificing quality. What you are doing, in fact, is supporting local businesses. So not only is it ethical it’s more accessible to people from various incomes and different backgrounds. So we’re preaching accessibility in our content, affordability, and ethics.
So we use our onsite content to drive all of that up. We use our PR influencers to generate a bit of hype and for social.

Social

What could we do for social? We could launch a social led campaign a contest for people to cook with these vegetables and try to create the most seasonally approved dish that’s something that we could do. Campaign, contest, send in photos, of your sexy seasonal meal.

1 minute left?

Okay so let’s think about this. We’ve got our social, we’ve got our PR, we’ve got our messaging, all of that. I see that leading to an improvement in brand management. An increase in organic traffic to the site. An increase in social presence and carving a niche distinctive from competitors.

Boom, Done, 25 seconds to spare.

The elevator pitch

So the whole premise of this is to create messaging that distinguishes our client from Wholefoods. So we do that by pointing out the fact they have all British produce. That dictates our messaging, we then get onsite content to talk about the fact that these local farmers are local businesses that you can support so create messaging that talks about accessibility, affordability because the product costs less compared to its competitors and ethics. We use a social campaign that incentivises people to send in recipes with all the seasonal produce. We have a PR campaign that uses influencers which we then send out seasonal veg boxes to get them to talk about and access their audiences and talk about some of these particular messaging hot points.

We distinguish ourselves from Wholefoods, we have ourselves more brand awareness, an increase in organic traffic, we increase our social presence, as a result of the social media campaign.

And we carve out a niche which distinguishes us from our main competitor which in this case, is Wholefoods.

If you want to find out more about the way we work and how that can work for you, get in touch!

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